Two sets of figures released today seem to confirm what Apple’s own financial reports have hinted at over the last three months – that iPad sales have peaked for the foreseeable future and that Apple is going to do something radically different to persuade customers to buy new models.

IDC, one of the two companies which publishes regular sales data said today that it expected iPad sales to fall 12.7% over the calendar year 2014. That compares with a growth rate of 7.2% for the market as a whole. Sales of Android tablets, with which the iPad most closely competes, rose by 16%. Windows tablets, which are at a much earlier stage in the product lifecycle and started from a very low base, grew by 67.3%.

IDC cited the wide availability of entry-level tablets, consumer demand for lower-cost tablets, and an unwillingness to upgrade frequently as reasons for the decline in iPad sales.

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